Wikipedia is one of the top sources used by AI tools like ChatGPT and Google’s AI Overviews, and it still shapes what shows up when you search for a brand, a person, or a business online.

In this episode, I speak with Bill Beutler, founder of Beutler Ink and one of the world’s leading Wikipedia experts. Bill has been a volunteer editor since 2006 and runs the Notability Company, a PR firm built around Wikipedia’s strict sourcing standards.

Together, we unpack how Wikipedia actually works, how it influences AI models, and what business owners and individuals should know if they want to build a legitimate presence on the platform.

If you’ve ever wondered how Wikipedia pages get created, what “notability” really means, or why AI relies so heavily on Wikipedia… this is the episode for you.

What we cover

• How Wikipedia is edited, moderated and kept accurate

• Why Wikipedia still matters in the AI era

• How AI models use Wikipedia as a trusted training source

• What “notability” really means (and how to qualify)

• Mistakes businesses make when trying to edit or create pages

• Ethical ways to build a Wikipedia presence

• How to fix errors on your company page the right way

• Why media coverage, not marketing, determines eligibility

Chapters

00:00 Introduction to Wikipedia

02:14 The Mechanics of Wikipedia

04:17 AI's Impact on Wikipedia

06:24 Editing Wikipedia: The Human Element

08:54 Navigating Wikipedia's Guidelines

11:47 Notability and Eligibility for Wikipedia Pages

14:29 Building Media Coverage for Notability

17:15 Mistakes to Avoid on Wikipedia

19:49 Conclusion and Resources for Wikipedia Engagement

🔗 Resources Mentioned

• Beutler Ink: https://beutlerink.com

• The Notability Company: https://thenotability.co

• Wiki Resource Library (guides + how-tos): https://beutlerink.com/wiki-resources

• WikiProject AI Cleanup: (useful for understanding AI-generated edits)

Why This Matters

Wikipedia is still one of the most influential knowledge sources in the world.

Even as AI changes how we search, Wikipedia remains a foundational database of trusted information used by:

• Google

• ChatGPT

• Perplexity

• Gemini

• Bing

• And countless AI-powered search tools

For businesses and personal brands, understanding how Wikipedia works is becoming a crucial part of modern reputation management.